3 TABLE OF CONTENT INTRODUCTION... 7 CHAPTER 1. SOCIO-ECONOMY POLICY IN SERVICES MACIEJ CIEŚLICKI Economic universities in Poland without future 11 LILIANNA JODKOWSKA German reforms of health care system in the context of following the example while looking for solutions in Poland MAGDALENA MAJCHRZAK Competitiveness of service sector in Poland significance and determinants CHAPTER 2. STRATEGIC MANAGEMENT WIESŁAW M. MAZIARZ Directions for activities with respect to the formation of ftth access network in Poland ALICJA NERĆ-PEŁKA Risk management in global supply chain CHAPTER 3. FINANCE MANAGEMENT MARCIN JANOWSKI Brand competition among mobile phone operators on the polish market ROBERT RUMIŃSKI The structure of the financial intermediaries in the United States SŁAWOMIR ZARĘBSKI FOREX as a place of financial investments for small and medium seized enterprises CHAPTER 4. MARKETING MANAGEMENT JACEK S. ŁAWICKI Core Competition for marketers in the service marketing MAREK MATUSIAK Highlighting in sale and service conversations.. 103

7 Table of content 7 INTRODUCTION Dear Readers, 2009/2010 academic year is 25th consecutive year of the University of Szczecin. The pillars of university are economists, together with the scientific and teaching staff from Faculty of Management and Economics of Services. In March 2010 the Faculty will be celebrating its 20 anniversary. In 1990 Faculty of Transport and Communications was singled out and in 1999 transformed in Faculty of Management and Economics of Services the first and so far the only university department in Poland, engaged in research and teaching process in the tertiary sector. In June 2009, the Faculty of Management and Economics of Services of University of Szczecin, was a co-organizer of II National Scientific Conference on the problems of the tertiary sector. The main organizer of the Conference was the The Department of Services Management of Poznan University of Economics. The conference focused on issues of management service organization. The effect of conference will be a collection of conference proceedings published by the Poznan University of Economics, at the turn of 2009 and The next conference will be held in Szczecin, and is planned for June The fifth Scientific Journal Service Management is a collection of the results of current research of the staff of the Faculty and partner universities. It contains contributions presented in the adopted, permanent division of the thematic groups. Separated were the issues of socio-economic policy in the service sector, strategic management, finance management, marketing management and CRM, innovations management, service enterprise environment, knowledge and information management and regional management. A comprehensive range of issues relates to the last part, i.e. the tourism management. I hereby invite all academics dealing with the problems of the operations of the service sector and service sector management to the presentation of research results in succeeding journals. Information for authors are given at the end of the journal. Aleksander Panasiuk

8 8 Table of content

9 Chapter I SOCIO-ECONOMY POLICY IN SERVICES

10 10 Maciej Cieślicki

11 Economic universities in Poland without future 11 SCIENTIFIC JOURNAL No. 574 SERVICE MANAGEMENT Vol MACIEJ CIEŚLICKI University of Szczecin ECONOMIC UNIVERSITIES IN POLAND WITHOUT FUTURE Introduction This article refers to the author's observations for the subject of the higher education in Poland. Changes which are touching our life are forcing also the need for transformations of the system of the higher education. Only thorough changes are able at present to lead that the job market will be supplied with people prepared for challenges of XXI century in Poland. 1. Diagnosis of reasons for problems of the higher education in Poland The mission of economic universities because this article is about them has exhausted. It is difficult to think and speak about this fact as many universities experience heyday expressed by a growing number of students. However, facts are inevitable. Globalization processes have also affected the higher education sector. Shortening life cycles also apply to knowledge. Knowledge has become a product with a very short validity date. Universities are not able to so rapidly change and adapt their educational offer to the needs of world of practice. We have observed a clear disproportion between expectations of business owners and what young people learn at the university. Reasons are many:

12 12 Maciej Cieślicki 1. Excessive adherence to study majors and specialties. At universities one may note two types of situations: excessive adherence to the study majors offered or their frequent change as a result of changing fashions. Both cases lead nowhere. Attachment to study majors may prove great tradition and authority of a university, but most likely also proves some standardization of knowledge lectured there, what, after all, is a fundamental mistake. Frequent changes to the educational offer prove that the university adapts to market expectations. But do these changes come along with real transformation in the content lectured under different subjects? Very often it turns out that new names of subjects, attractive from the point of view of marketing, hide content lectured for 10 or 15 years without any change. This is caused by personnel shortages at universities and mentality of some lecturers, particularly those who have reached the habilitated doctor, or professor title and assume that they already do not have to earn anymore. I do not have to add that this assumption is incorrect and destructive at the same time. 2. Lack of courage and capability with regard to program content updates. Creation of original program nets by universities is a very difficult task. This is due to the s-called program minimum, namely the obligation to include major subjects imposed by MENiS (Polish Ministry of Higher Education). Only specialty subjects can and are generated by universities. However, their number is only part of hours which the university can affect. This causes that, in practice, only some hours in the program net are original ideas of a university for shaping the graduate s profile. To a large extent, the lack of an individual path of gaining knowledge results in the fact that a future graduate is not always well-prepared to meet the requirements of the labor market. Though at the present time universities are adapting their structures to the so-called Bologna system, namely three- -level studies (bachelor, master, postgraduate), but time will show whether this is a good solution. 3. Too limited intellectual mobility of university employees. The issue of intellectual mobility of lecturers should be considered through the prism of two extreme attitudes. The first one applies to persons who throughout their whole academic career are bound to a certain field of knowledge. On the one hand, one may say that they become outstanding specialists, but on the other hand that they do not always follow the spirit

13 Economic universities in Poland without future 13 of time. Failure to take into account changes occurring in the environment results in the fact that scientific career becomes art for art s sake. It misses backing in business practice, and at the same time the group of knowledge recipients narrows down. Entrepreneurs don t want to use out-of-date solutions and students are forced to give credence to professor s views, but only owing to the examination waiting for them soon. The second group of people understand academic mobility on the contrary. Throughout their whole academic career they change a few times the area of knowledge which they are dealing with. They justify this by exhausted possibilities to create something new. Reality is often more down-to-earth. Lecturer- -scholar also observes through the prism of students interests in the class what is trendy at the given time. Hence, why be involved in unfashionable air transport as one can be interested in trendy marketing, why be involved in unfashionable management as one can be interested in trendy banking, why be involved in unfashionable rail transportation as one can be interested in trendy innovations. This predominantly results is not very good preparation of the scientist s substantive workshop, what again affects low authority of such person, in the eyes of other professors and first of all students. If the frequency of changing interests is high, the distance between a scientist and a pseudoscientist is very short. 4. Lack of properly diagnosed needs of business practice. The problem of disproportion between theory and needs of practice is not new. The point here is not the quantity of opinions, expert studies, research produced, but their quality. If we look at how these studies are reflected in really created business projects, their result must raise terror. It turns out that many works are created as art for art s sake, is simply useless in business practice. As an example one can mention studies concerning road investments in Poland. If we take into account the quantity of studies concerning motorways in Poland we should have developed their network long time ago. In reality from 5 to 10 km of motorways are built per year in Poland. And the same problem applies to the majority of investments, both these municipal ad national. 5. Structural fossilization of universities. In spite of the new Act on Higher Education, its application is still selective. First of all, the point is the issue related to hiring scholarly employees. The

14 14 Maciej Cieślicki Act was supposed to ban lecturers from having many full- -time positions in many schools. Does it actually do it? Unfortunately, this is a rhetorical question. Such a situation must affect the quality of education where often a professor has at the same time classes at several universities. Universities competing with each other. In this case where is time for education? 6. Overproduction of people with titles lack of actual authorities (scholarly, moral). Scientific development of a university is measured by the number of people holding titles of professors, habilitated doctor and PhD. A question arises whether quantitative growth goes hand in hand with quality? Looking at the rate of PhDs being conferred and the whole procedure, certainly not. In many cases little more than a year passes after graduation from higher studies and such person already attempts to defend their PhD thesis. It has nothing to do with quality, but very often Faculty Councils approve such doctorates. The place to defend a PhD thesis, in the case of people employed on faculty assistant positions is the parent university. One s own environment does not always guarantee quality of the works produced since the priority is quantitative growth in persons holding titles. It is beyond doubt that PhD thesis defence should be held in a different university than one s own workplace. This will challenge potential doctors for really much heavier work and preparation for defense of his or her work shall be much better. The parent university will guarantee this. Only a true sifting out threshold is writing of a habilitation thesis and postdoctoral examination. It is beyond doubt that young scholarly personnel should derive good practices from professors. Unfortunately, true scientific and moral role models are very few at different universities. Too many full-time positions, expert s reports, political parties effectively occupy professor s time, who on one part focuses on unimportant things and, on the other hand, has no time for cooperation with his younger colleagues. Such natural forms of training as mentoring or coaching very seldom can be seen at universities where predominant is general pursuit of money. A young scholar often has nobody to turn to with their problems, becoming average and focusing on extra work.

15 Economic universities in Poland without future Situation on the labor market and loss of young people abroad. Government propaganda underestimates the problem of people leaving to work abroad, simultaneously enjoying a drop in the unemployment rate in Poland. But it can be already clearly seen how the labor market begins to respond nervously. Growing shortages of qualified staff in at least several specialties create a situation that despite still high unemployment at the same time there is shortage of people to work. Expectations that persons who have left and been successful will return and support the Polish economy are daydreams at most. Only those will return who have not been successful, while others still seeing many absurds in the economy, law, politics will stay in the country which they reached supporting the local economy. Looking for ways to get out of the deadlock in education in Poland K. Śliwińska listed the following proposed changes: 1 a) teaching staff in the break between teaching university teachers will be forced to shape such characteristics as: ability to think globally, appreciate cultural diversity, ability to solve crisis situations, habit of life long acquisition of new skills, ability to teamwork, self-criticism, method and many others; b) interdisciplinary teaching it is all about global teaching, namely one that tries to communicate knowledge not in sequences, but in the form of parallel streams, but through transfer of entire problem areas; c) university internationalization the university should be open to students from other countries and let Polish students obtain knowledge abroad; d) modern combination of didactics with science; e) a university should be open to cooperation with top enterprises, using their technical possibilities and sources of financing. 2. Applications In the opinion of the author, one should go much further, looking for answers to the question what should be done to reverse alarming tendencies in 1 K. Śliwińska, Wizja szkoły wyższej. Kierunki rozwoju procesów dydaktycznych na tle postaw i aspiracji młodzieży akademickiej, pl/organizacja/_referaty/21. pdf.

16 16 Maciej Cieślicki the Polish higher education? Certainly, this will be a long lasting process because it is largely related to necessary changes in the mentality of the Polish society. What is common at the present time: being average, looking for smart ways, cheating at examinations by students and plagiarism of scientific works by lecturers often have social acquiescence, proving that a person can cope in life. Therefore, changes need to be drastic. It is necessary to say that the next academic year will be the zero year that starts everything from scratch. This will be exceptionally difficult for all: lecturers new subjects (one has to acquire new knowledge!) and need to write new textbooks, administrative employees new hour schedules, student service standards and for students themselves past cribs and ponys lose relevance. But it is necessary and even required to renew this sector of the economy. As Polish universities let s be pioneers in the change process, let s become a kind of benchmarks. Let other learn from us, and not as has been the case for decades that we copied solutions not always thinking whether this makes sense. Reading this article more than one dean will think fortunately this does not apply to my university, here everything is in order. Please ask your students THEY WILL SET YOU STRAIGHT! See you at universities with a future. UNIWERSYTETY EKONOMICZNE W POLSCE BEZ PRZYSZŁOŚCI Streszczenie W artykule omówiono problemy, z jakimi boryka się szkolnictwo wyższe w Polsce. Procesy globalizacyjne dotknęły także ten sektor usług, z czego nie wszystkie uczelnie w Polsce zdają sobie sprawę. O potrzebie zmian w szkolnictwie wyższym świadczą duże dysproporcje między oczekiwaniami pracodawców a wiedzą wykładaną na polskich uczelniach. Do tego dochodzą problemy etyczne (zjawiska patologiczne, jak ściąganie na egzaminach przez studentów, kupowanie prac magisterskich, plagiaty prac naukowych wykładowców) oraz systemowe (niedokapitalizowanie polskich uczelni, brak systemów motywacyjnych). W artykule podjęto próbę zdiagnozowania podstawowych bolączek polskiego szkolnictwa wyższego i zaproponowania kierunków zmian.

17 SCIENTIFIC JOURNAL No. 574 SERVICE MANAGEMENT Vol LILIANNA JODKOWSKA University of Applied Sciences Berlin GERMAN REFORMS OF HEALTH CARE SYSTEM IN THE CONTEXT OF FOLLOWING THE EXAMPLE WHILE LOOKING FOR SOLUTIONS IN POLAND Introduction Health care system is one of the five pillars of German social insurances. For years, similarly to other German social insurances, its (health care system s) problem has been too few people who pay insurance fees and, at the same time, an increase of expenses on elderly people s treatment. From the beginning of 70 XX century, health insurance fees have been doubled and caused an increase of work cost but the system s quality has not been improved. In comparison to other highly-developed countries Germany is somewhere in the middle with regard to a life span, infant mortality rate, breast cancer. Health care system is so unregulated that all competition rules have been excluded of it. There are no market prices or clarity, the system does not operate with money because fees are counted in points. On their basis, doctors settle accounts with the National Health Service (patients never know how much a visit or a particular examination costs). In comparison to health expenses of other countries, 1 a German system belongs to the lead as it guarantees free health care to almost all its society. 1 In 2004 expenses on health care in Poland equaled 6.5% of GDP, in Spain and the UK 8.1%, in the Netherlands 9.2%, Austria 9.6%, France 10.5%, of GDP in Germany

18 18 Lilianna Jodkowska 1. Statutory health care system in Germany Health insurance is common in Germany. In May 2006, 70.4 million people (ca. 85% of the population) were under a statutory obligation of health insurance; 20.1 million were insured members of families who did not pay fees. Blue- and white-collar workers whose income does not exceed euro per month ( euro annually 2 ), the unemployed, farmers, the retired, and from 1975 also students are subject to an obligatory insurance. This system does not include state administration workers, people who conduct their business activity and those who earn the most, whose monthly incomes are higher than a ceiling set for a given year. Those professional groups have private insurance or are voluntary members of a statutory health insurance system. Insurance fees for working people are paid in half by an employer and an employee, by the Social Insurance Institution (Zakład Ubezpieczeń Społecznych ZUS) for pensioners, by a work agency for the unemployed. The following benefits are covered by obligatory insurance fees (data from 2006/2007) costs of medical and dentist treatment at a freely chosen doctor, costs of drugs, dressings, medical equipment (e.g. a wheelchair, a hearing aid), sickness benefits, costs of preventing examinations and early detection of some diseases, costs of prophylactic vaccinations, apart from tourist ones, costs of orthodontist examinations for children up to 18 years old, costs of necessary dentures or crowns from a medical point of view. In 2004 some trials were made to disburden a health system by introducing surcharges to, among others, drugs and surgeries. Since November 1 st, 2004 there has been a quarterly 10 euro surcharge to visits at the doctor s or dentist s, except for control/monitoring visits at the dentist s, preventing examinations and vaccinations. A funeral benefit has been abolished for those insured after From January 2009, a procedure of accepting new members to private health insurance funds will change. Up to now, apart from appropriate incomes, and 15.3% in the USA. Oecd health care, OECD in Figures , Demography and health, Health spending and resource, www. oecd.org. 2 Thresholds of salary are set annually exactly like thresholds of pensioner insurance.

19 German reforms of health care system a new member has to be healthy. Private health insurance funds had the right to reject a person who would be significant burden for finances of a given fund. Therefore, up to now private health insurance funds had the healthiest, the youngest (fees were and still are set with regard to the age and thus to an increased risk of an incidence rate) and those who earn the most. With this procedure, private health insurance funds had profits and surpluses were capitalized, reaching 100 billion euro of financial reserve in Statutory insurance health funds traditionally accepted anyone, including the sick, people with little money, i.e. who paid small fees, and the oldest, whose fees in a private health insurance fund would be much higher. Situation of private health insurance funds will be subject to changes according to reformers assumptions. The funds will have to accept everyone with appropriate incomes, 4 irrespective of his/her health condition and risk of incidence rate. Apart from that, private health insurance funds have been obliged to offer a basic fees table, similar to a statutory fees table as far as a fee s amount is concerned. It will worsen private health insurance funds profitability. Further reforms provide that present forms of financing the system should be changed. Fees of the insured will go to the National Health Fund (Gesundheitsfond) since January. For every person insured, the sickness fund will receive a lump sum from the National Health Fund and an extra allowance in case of increased risk such as sickness or old age. Introduction of National Health Fund is strongly criticized because it will be demotivating for sickness funds. Economical-efficient competition that is already weak will completely disappear. Sickness funds will surely compete against one another to attract clients yet there will be no incentives to use allocated funds economically because unused funds will be probably paid back to the members. The National Health Fund will also get support from taxes. This money will be used to finance social services such as feeless insurance of children. The assumption that fees will be enough to cover sick funds expenses is a problem of a future reform. Due to the fact that benefit from the budget is 3 H.-J. Moritz, F. Thewes, Augen zu und durch, Focus 6/2007, p SPD proposed liquidation of private health funds. However, it has not been approved by CDU. Compare: A. Neubacher, M. Sauga, Der Fonds-Flop, Der Spiegel 24/2006, p. 83.

20 20 Lilianna Jodkowska to be reduced, fees will increase to ca. 16% of gross pay or more. In the coalition contract (November 2005), it was decided to reduce work costs other than payroll, to stimulate new work places. Increase of health insurance fees will make the realization of this aim more difficult. Possible further changes are being proposed and discussed. They concern, among others, surcharges of patients visits and surgeries, changes in financing of treatment that results from accidents in one s leisure time and from doing hazardous kinds of sport, imposing an extra tax on tobacco consumption the tax would go directly to sickness funds, giving a copy of an invoice for treatment to patients in order to improve awareness of the costs caused (financing allowances with the participation of a third party, in this case a sickness fund, has a negative influence on patients awareness and can make them overuse the system). 2. Comparison of selected parameters of health care systems in Poland and Germany During a system transformation, there appeared a need in Poland to introduce a new health insurance besides other elements of the social insurance system. This insurance, valid since 1999, is based on principles of social solidarity, self-government and self-financing (like in Germany). Initially, autonomous local and professional health funds that were created (in there were 17 sickness funds, including 16 provincial and 1 professional for the police, the military services and other), were recentralized as one National Health Fund Narodowy Fundusz Zdrowia (NFZ) in Characteristics and tasks are comparable to a German statutory system of health insurance (table 1). It is also represented by regional units. However, the Polish system lacks diversity of the German system (in Germany there were 251 sickness funds in 2006). The current situation of the Polish health care system is characteristic for previous development phases of highly-developed countries. Health situation of the population is improving despite institutional underdevelopment of the system. With regard to health care, there is no synthetic measure of population s health condition. To make a comparison, a few fixed measures have been taken, e.g. average life duration, death rate, rate of cardiovascular diseases, rate of cancer incidence, rate of infant mortality. The results let us say that health condition of the Polish society is worse in comparison to the German society

21 German reforms of health care system (table 2). The State Hygiene Office (Państwowy Zakład Higieny PZH) estimates that Poland needs 17 years to make the indices similar to the average of the EU old members. 5 Table 1. Comparison of health systems in Poland and Germany Specification Poland Germany Polish health services are for all the society. According to NFZ data ca million people (97% of the community) were subject to health insurance in 2005 People subject to a statutory health insurance People not subject to a statutory health insurance Fee amount Sickness benefit Allowances realized Differences Non-health allowances granted from this fund The system includes all people and does not provide for any exceptions 8.50% (2006, 9% since 2007) of the assessment basis is paid by a person insured Maximum 6 months (9 months due to tuberculosis), 80% of assessment basis monthly Health insurance is common in Germany The system does not include state administration workers, people who conduct their business activity and those who earn the most, whose monthly incomes are higher than a ceiling set for a given year 12 14% of gross pay (with regard to the sickness fund chosen), a person insured and an employer pay 50% each From 6th week to 78th week of the sickness, 70% of gross remuneration The so called standard allowances, e.g. Medical examinations and advice, diagnostic tests, prophylaxis, drug and medical aids supply, standard dentist allowances People insured choose their family physician Expensive and complicated treatment procedures e.g. cancer treatment, HIV and tuberculosis treatment are financed directly from the state budget Sickness allowance, rehabilitation allowance, cost of living allowance, maternity and welfare benefits (Journal of Laws 1999, No. 60, item 636) Voluntary choice of the doctor First access to the system in a given quarter is chargeable, to avoid further surcharges in a given quarter there should be a request to a specialist Sickness allowance, maternity benefit, paying a fee when a maternity benefit is being received and during a maternity leave Source: own on the basis of A. Kurzynowski (ed.), Polityka społeczna (Social policy), Inst. Gosp. Społ. SGH, Warszawa 2003, p. 228; S. Owsiak, Finanse publiczne. Teoria i praktyka (Public finances. Theory and practice), PWN, Warszawa 2005, pp ; G. Szpor (ed.), System ubezpieczeń społecznych. Zagadnienia podstawowe (Social insurance system. Basic issues), Wydawnictwo prawnicze LexisNexis, Warszawa 2006, pp and 2.2.3, and Compare: S. Golinowska, M. Boni (ed.), Nowe dylematy polityki społeczne (New dilemmas of social policy), Raporty CASE nr 65/2006. Centrum Analiz Społeczno-Ekonomicznych, (CASE reports no. 65/2006. Center of Socio-Economic Analysis), Warszawa 2006, p. 274.

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